New Delhi: An industry body has urged Union Commerce Minister Piyush Goyal to introduce a clear and enforceable e-commerce policy, as India’s fast-growing digital marketplace continues to disrupt traditional retail.
The demand comes in the backdrop of a joint report by Deloitte and Google, which projects India’s e-commerce sector to reach $250 billion in the coming years. The growth is expected to be driven largely by Gen Z consumers, along with emerging trends such as live commerce and creator-led shopping models.
Industry representatives have expressed concern that while the sector is expanding rapidly, regulatory clarity has not kept pace. They argue that the absence of a well-defined framework is creating challenges for fair competition, particularly for small and offline retailers who face pressure from deep discounting and large-scale digital platforms.
At the same time, the report highlights that e-commerce is not just disrupting retail but also opening new avenues. Digital platforms are enabling small sellers, influencers, and regional brands to directly connect with consumers, reshaping the buying experience.
The call for policy intervention reflects a broader balancing act for the government—supporting innovation and digital growth while ensuring a level playing field for traditional businesses.
Experts also point out that consumer behaviour itself is undergoing a major shift, with younger buyers preferring convenience, quick delivery, and personalised experiences over traditional shopping methods. This changing mindset is likely to further accelerate online adoption, making it even more urgent for policymakers to put in place clear rules that protect all stakeholders while allowing the sector to grow sustainably.
As India moves toward a $250 billion e-commerce market, the focus is now shifting from growth alone to governance, fairness, and long-term sustainability of the retail ecosystem.
